FT1984v38i3p125_W.R.Grade&Co._SYLOXsilica_Anti-Caking_EmmaJacquay

This ad features a penny wedged inside of the product being advertized: SYLOX silica. This likely is meant to demonstrate its absorbtion capabilites and flowability. The ad is also in black and white and the use of the penny is tied to the savings/pound associated with this product as mentioned in the title. 

[Transcription]

Title: Cute anti-caking costs to 4/10¢ per pound with new SYLOX silica. 

Body: If you’re in the market for low-cost silicas, try new SYLOX silica. With high purity, high perfomace and a low price, it’s the best silica for your money. 

           SYLOX silica gives you more particles per pound for better inter-particle separation. Plus more surface area to absorb caking constituents. So youget great flowability, in process and on the shelf. 

            SYLOX silica meets the requirement of the Food Chemicals Coded for silicon dioxide and of the Food and Drug Administration in Title 21 of the Code of Federal Regulations Section 172.480.  Cut your anti-caking costs. Evaluate new SYLOX silica. 

Captured by: Emma Jacquay

The values of this ad appear to be primarily the affordability and efficiency generated by this product. This is captured predominatly in the subject of this advertisement which is the penny absorbed in the silica. I thought it was also interesting that the advertisement also included mention of SYLOC silica’s compliance with the specific FDA code. This caught my attention because of what it says about the target audience of this ad and potential concerns that Grace & Co. thought producers might have with respect to this product.